Forget Hollywood and Bollywood, &#xA3;1.5 million is to be spent turning Tyneside into Geordiewood.

The new Northern Film & Media group is launched today with the aim of making the North East a hotbed of film-making talent.

It is investing the cash in a range of media projects across the region to encourage creativity.

And today the head of NFM gave a rallying cry to the region which has provided expertise and locations on a series of box office smashes like Harry Potter, Purely Belter and Billy Elliott.

Chief executive Tom Harvey said: "There is a lot of talent and ability in the North East and we want to capitalise on that and make the most of it.

"There's now an inertia in London when it comes to developing new ideas. There's an optimism and bravery in the North East that London has currently lost.

"Everyone here wants to see success for themselves and the region. That gives this place an energy that's immensely powerful and creative."

Northern Film and Media aims to build a vibrant film, media and digital content industry in the North East.

It wants to give more opportunities to young talent and create hundreds of new jobs through world class facilities to help film, broadcast, video, new media and computer games.

Newcastle Gateshead's bid to become European Capital of Culture in 2008 will also be used to boost awareness of film-making in the region.

Mr Harvey moved up from London this year to start Northern Film & Media which is supported by the Lottery through the Film Council's Regional Investment Fund for England. It also receives funding from regional development agency One NorthEast.

Mr Harvey was previously manager of the Independent Commissioning Group at the BBC and Commissions and Strategy Executive on BBC2.